The Corner Office: On the Record With: Paul Bogaards
Chatting with Knopf Doubleday's PR chief about technology, working the press and the most powerful people in publishing
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Lynn Rosen
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I can’t underscore this point enough to colleagues just getting started in public relations. You establish credibility by becoming a resource. You become a resource by knowing everything about the specific book you are working on and the author you are promoting. As you manage up, you become a resource by knowing about your full list and publishing program; by knowing about your industry and the outlets that service it; by understanding the needs of bloggers, editors, producers and reporters; by always shooting straight with members of the press; by your ability to spot trends; and by making yourself available to reporters when they are on deadline, even if it’s a story that doesn’t involve you directly.
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